Summary: Red Bull, the producer of the number one energy drink in the world was founded in 1984 by Dietrich Mateschitz in Austria. Since 1987, Red Bull has sold more than 30 billion cans, 4.6 billion alone in 2011. Red Bull’s headquarters are based in Austria but the product is now available in 164 countries. They are not only an energy drink producer, but also own a variety of sports teams, their own music label and run many high profile advertising events. Currently Red Bull employs more than 8,294 people worldwide. Some of the company objectives include: * Expand the products presence among the maturing target market. * Maintain and increase market share within a highly competitive market. * Maintain excellent marketing.

Red bull is well known for their very unique advertising strategies that include high profile events. Most recently ‘Red Bull Stratos’ where Felix Baumgartner broke five world records including highest free fall jump and fastest speed in a free fall (Guinness World Records, 2012). Events like these are representative of the internal company culture as well. We will display in this report how Red Bull takes a unique approach to company culture as well as some of their motivation practices.

MotivationMotivation is the extent to which persistent effort is directed toward a goal. This is important because motivation is directly related to employee performance. Motivation can differ at an individual level. To be able to have a successful organization you need to be able to keep employees engaged so the...